Back to Basics: LinkedIn Company Page

Every step of you online presence, whether personal or business, needs a little thought. LinkedIn’s Company Page have been around for some time a still offer a great way to help people get to know you better. 

Getting started

I always recommend starting offline, work out what you need to say, how you are going to say it and the assets required to build up the page. Write your copy offline, check spelling, grammar, tone of voice. Collate images and logos and make sure they are the right size for the page. Make sure you have all your company details, phone numbers, email addresses, physical addresses, etc. 

Images

LinkedIn profile image specs

• 300 x 300 pixels
• PNG format
• Maximum 8 MB
• Square layout

If your company logo is landscape you may need to check your brand guidelines, on usage and if there is an option to use a square format. Although the logo is created in a 300 x 300 format it is often shown smaller so consider visibility and recognition of the brand when adding this. 

LinkedIn profile banner specs

• 1536 x 768 pixels
• PNG format
• Maximum 8 MB
• Rectangular layout

Profile banners are used in a number of different ways, for some it is a colourful element or further enhances the brand image. Text can be also be added, however test how the images looks online across a few devices to see how it looks. 

Make sure the images are optimise for online use, you probably don’t need a 8mb file to upload, just make sure it is clear and crisp. 

About Us

Don’t just copy this from your website, re think it for the LinkedIn audience. That said it still needs to answer the basic questions for the visitor. 

• Who are you?
• What do you offer?
• How could this benefit the visitor?
• Where are you based?
• How (and why) should people contact you to find out more?

Write with you brand tone of voice to make it consistent, but most of all make it interesting, clear and concise, nobody wants to hang around in front of a list of marketing speak and buzzwords. Content should be tailored to the audience. 

Showcase Pages

I’ve been a huge fan of showcase pages since they where launch some years ago, they allow you to take a specific product or service and give it its own space, with its own audience. They also work well if you run LinkedIn ads.

These are very similar to the main company page in the setup and can allow the individual product / service to be managed by a specific team. However make sure the team is aware of the up keep involved, with their own followers content needs to be frequent and consistent

Note: As with the main company page you will get a dedicated url such as https://www.dhirubhai.net/company/paper-gecko/ 

As previously mention, if you run sponsored content this allow greater targeting such as location, industry, job type, be as specific as you can and test variations. Your showcase page subscribers have already shown an interest in your business so they are more likely to read and share with their own network. 

The competitive advantage: Showcase pages remain surprisingly underused (both in creation and up keep!), look at areas of your business where this could add value. For a smaller or mid sized business 2-3 may be all you need, while there is a limit of 10, you can request more via support. 

Added Extras

Company page can also include Career and Life sections allowing you to give visitors a real feel for the business, lets face it 99% of people looking to work with you will be reviewing LinkedIn. 

Some of the features include:

• Create a virtual “meet the team” section from employee profiles
• Collect and share employee testimonials
• List the causes your employees care about and support on their profiles
• Promote diversity by listing spoken languages
• Track your recruitment analytics to improve your hiring process

And Then...

Content needs to be planned and consistent, whether it is a company page or a showcase page you also need to be there to keep an eye on it. 

How is you content being received? I don’t pay too much attention to impression, but keep an eye on Likes and Shares and especially Mentions this is your opportunity to engage.

Are posts linking back to your website? If so make sure all links are tracked, Google tracking urls allow you to group and monitor content and the original source coming back to your website. 

Check out this presentation from the wonderful @Jill Quick of The Coloring in Department for all you need to know https://www.slideshare.net/Branded3/searchleeds-2018-jill-quick-the-coloring-in-department-track-campaigns-like-a-bloodhound-how-to-make-your-marketing-work-harder

David Sayce - Digital Marketing Consultant - Paper Gecko Ltd.

Need help with your digital marketing? Not sure if your website is working for you? Looking for assistant on a specific digital project? 

Contact me hello @papergecko .com